A brand is a name, term, design, symbol or any other feature that identifies one seller’s good or service as distinct from those of other sellers.[1]

ISO brand standards add that a brand “is an intangible asset” that is intended to create “distinctive images and associations in the minds of stakeholders, thereby generating economic benefit/values.” [2]

See Also

Brand image
Brand knowledge
Brand personality


  1. ^ American Marketing Association, AMA Dictionary.
  2. ^International Organization for Standardization, Brand Evaluation — Principles and Fundamentals.

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